Strategy is often a misused word, but strategy simply answers the question: how? So in today's world of communications clarity of thought and execution is more important than ever.
In the 90s ago brand strategy used to be the domain of the "full-service" agency, but when agencies became more disintegrated and specialised into creative shops, the ownership of strategy fell into the brand consultants (the same thing happened with the media planning).
Twenty years later, I really doubt whether the client has gotten a better solution with several marketing partners instead of one. Cheaper? Probably. But having separate units for branding, media and communications cannot result in effective end-products (also known as the advertising).
In the best interest of both the client and the advertising agency, we as planners must challenge brand consultants when their solutions don't cut it.
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